For Tihara Smith, celebrating her Caribbean identity has always gone hand in hand with her creativity. Drawing on textures, colours and memories, what began as a university fashion project has since become her eponymous range of heritage-inspired cards, prints, accessories and decor. And in 2026, she launched her debut design book, Raffia Embroidery, introducing readers to not just a craft, but a culture.

What is the vision behind Tihara Smith and what kind of items do you sell? 

I started my brand, Tihara Smith, in 2019, a year after graduating from a fashion degree from University for the Creative Arts. My graduate fashion collection was inspired by my own Caribbean heritage (my family are from Jamaica and St Lucia) and the Windrush Generation, and it is through designing this collection that I developed my raffia embroidery textile technique and colourful style. The brand vision has always been to celebrate Caribbean heritage and culture through creativity. 

The business has evolved over the years and has a few different sides to it. Today, the business sells raffia embroidery kits, greeting cards, prints, and now my first book. I also teach raffia embroidery workshops throughout the year. But the strand running through all of it is Caribbean culture, heritage, and craft – sharing it, teaching it, and celebrating it.

Talk us through your colourful branding palette. Why was it important to you to showcase the Caribbean in this way?

The colours came naturally from my research for my graduate collection. I explored images of the Caribbean: the landscapes, nature, textiles, and food. I wanted the brand to reflect that warmth and joy through the colour palette.

As someone who lives in the UK, what does your Caribbean identity mean to you?

It means a lot to me, I’ve always been very close to my Caribbean grandparents, so it’s an important part of who I am, even though I’ve only been to St Lucia myself a few times. 

Growing up in London with Caribbean heritage, it feels like you’ve got two sides to your identity. You’re very much a Londoner, but you’re also connected to the Caribbean. I’ve always enjoyed learning more about my Caribbean heritage, and working on my graduate collection and now my business really allows me to explore this deeper and learn even more.

Were there any experiences or particular reference points that shaped your Caribbean identity growing up?

Definitely my family, particularly my grandparents. My grandmother is from Jamaica, and my grandad was from St Lucia. I spent a lot of time with them growing up, after school, in the holidays and on weekends so, I learned a lot about the Caribbean organically, just through spending time with them. 

I also visited St Lucia growing up. I visited first when I was just a baby, but the trip I remember was for my seventh birthday. I feel like this experience helped me feel more connected to my Caribbean identity.

What do people love about your products when they see them?

People often say they feel happy and joyful, which I love hearing; they seem to enjoy the bright colours and textures.

I also love it when people that have Caribbean heritage themselves say my raffia embroidery work reminds them of their childhood or their family, particularly the straw souvenirs from the Caribbean.

What have been your bestsellers over the years?

The greeting cards are one of my earliest products and people really seem to enjoy them. Some of the greetings card bestsellers include the Love You Like Ackee & Saltfish card, the Caribbean Islands card, and the Young, Gifted & Black card.

Enamel pins have also been popular, and people seem to like the Black & Beautiful, Black & British and Palm Tree pins.

As my brand has now evolved into more raffia embroidery, people really seem to be enjoying my new book, Raffia Embroidery, and all the materials to create their own raffia embroidery designs!

You published this debut book, which is a how-to design guide, in February 2026. What is raffia embroidery and what can people expect from the book?

Raffia is a natural fibre that comes from the leaves of the raffia palm tree, which grows across tropical regions. It has a really beautiful texture. I was initially drawn to it because it reminded me of the traditional straw crafts and souvenirs from the Caribbean which was part of my research for my graduate collection.

Through designing my collection, I developed a way of using raffia for embroidery that feels connected to that Caribbean craft heritage while being very much a contemporary technique.

The book is a beginners’ guide to raffia embroidery: it walks you through my inspiration behind the technique plus the basics of the technique, including the materials you need and some basic stitches, and then takes you through a series of projects, from hoop art to more ambitious projects like a cushion cover and a tote bag.

There’s a variety of projects in the book to suit both beginners and experienced crafters alike. Of course, the designs are all inspired by the Caribbean – tropical plants, patterns, colours and motifs.

How have you used raffia embroidery to express yourself culturally and creatively?

The raffia embroidery technique itself is inspired by Caribbean crafts, so it’s a nice way to feel connected to my Caribbean heritage. I also use the technique in my designs, and each design starts from research into Caribbean culture.

My graduate collection, for example, featured embroidery inspired by Caribbean Madras fabric – the checked pattern that forms part of the national dress of several Caribbean countries. I was learning about the history of Madras fabric at the same time as I was making. The designing, making and the understanding are all part of the same process.

You also host workshops in London. What do people learn in these and why do they enjoy it?

In the workshops, people get the chance to learn my raffia embroidery technique. By the end of the session, they’ve created their own hoop art piece to take home. 

More than just learning a new textile technique, raffia embroidery is a relaxing and mindful activity, and people always seem to comment on how calm they feel after the workshop.

I also share a little about the cultural context behind raffia embroidery – the inspiration behind the craft and what it connects to. So, people also leave knowing something they didn’t know before.

What’s been your proudest moment running a business?

Finding out that my graduate collection had been acquired for the London Museum’s permanent collection was a very proud moment! It’s lovely knowing that work I made inspired by the Caribbean and Windrush is now part of a permanent record of London’s story.

I’m also very proud to now have a published book with my name on it, full of projects I designed and techniques I developed myself. Especially as this all just started from my university project!

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